1. by

2. 1. Media snapshot
2. TV advertising
3. Press advertising
4. Outdoor advertising
5. Cinema advertising
6. Radio advertising
7. Online advertising
8. Inspiration Point

3. •Landscape
•Media shares
•Biggest players
•Sectors

4. 1,000,000,000
1,500,000,000
2,500,000,000
3,000,000,000
2,000,000,000
500,000,000
0
1,104,630,695
1
1,296,099,997
1,378,851,906
1,267,867,846
2
1,550,291,252
1,568,160,962
2009
1,795,466,091
3
2,252,390,912
2,317,671,946
2010
1,749,557,807
4
1,702,335,599
2,223,818,517
1,932,377,662
5
2011
2,418,117,333
2,436,128,066
1,723,087,025
6
2,208,733,440
2,222,318,196
1,167,487,654
7
1,475,902,129
1,515,633,489
1,150,998,783
8
1,355,338,094
1,389,828,511
for the further months are rather pessimistic.
1,902,118,715
9
2,239,536,676
2,291,803,603
10
2,681,584,949
2,310,570,480
11
2,501,304,160
1,965,840,548
After 8 months, year 2011 is stronger than 2010 by average 6%
12
2,050,958,424
(except April for each month the dynamic is close to 3%). Estimations
Source: Kantar Media, ratecard expenditures of advertising market.

5. Television
Radio Jan-Aug 2011
Magazines Jan-Aug 2010
Newspapers
Jan-Aug 2009
Outdoor
Cinema
0 2,000,000,000 4,000,000,000 6,000,000,000 8,000,000,000 10,000,000,000
Cinema Outdoor Newspapers Magazines Radio Television
Million
Jan-Aug 2011 418290052 797077518 1159233916 1783391180 2002094978 8892323949
Jan-Aug 2010 401393304 768929959 1134625161 1569589325 1504852830 8879818177
Jan-Aug 2009 255540695 824646395 1168953412 1536285952 1302846414 6803200695
TV is the strongest medium with share on the level of 59%. Radio notes the highest
increase of expenditures (33%). Internet expenditures are still not monitored, but we
assume its share is on the level of even 11-15% (OMD estimates).
Source: Kantar Media, ratecard expenditures of advertising market

6. 12 of 20 biggest advertisers decreased their media investments till August 2011. The biggest
drop in terms of RC expenditures was noted by Unilever and Henkel. Month to month the
more marketers among top 20 decrease their expenditures.
Source: Kantar Media

7. COMPUTER & AUDIO VIDEO
100% CLOTHING & ACCESSORIES
4% HOUSEHOLD APPLIANCES, FURNITURE & DECORATION
5% 4%
5% 4%
80% 6% HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
6% 5%
8% 6%
7% TRAVEL / TOURISM / HOTELS & RESTAURANTS
7% 7%
7% LEISURE
60% 7% 7%
6%
8% 7% BEVERAGES & ALCOHOLS
8%
10% 8% AUTOMOTIVE
40% 10%
14% 9% MEDIA, BOOKS, CDs AND DVDs
13%
12% OTHERS
20% 9%
11% FINANCIAL
14% 12%
15% RETAIL
0%
13% HYGIENE & BEAUTY CARE
2009 TELECOMS
2010
PHARMACEUTICAL PRODUCTS, MEDICINE
Jan-Aug 2011
FOOD
For the last three years top 3 sectors are: food, medicines and telecoms.
Source: Kantar Media

8. •Average Time Viewed
•All time viewing
•Commercial impact
•Minutes sold

9. 300
280
2010 2011
260
240
220
200
180
160
140
120
100
1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51
Average Time Viewed (in minutes) is on the same level as in previous year. ATV is
lower during the summer months what reflects traditional seasonality on Polish media
market.
Source: AGB Research Nielsen

10. 20%
All 16-49 TVP1
TVP2
18%
Polsat
16%
TVN
14%
TVP thematic (7)
12% Polsat thematic (11)
10% TVN thematic (10)
AtMedia (52)
8%
Discovery (8)
6%
TVP3
4% TV4
2% TVN7
other cab/sat
0%
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52
We can observe rise of shares of mainstream channels - TVN and Polsat.
At the same time thematic channels shares fall.
TVP thematic contains: TVP info(TVP3); TVP Historia, TVP HD , TVP Seriale, TVP Kultura, TVP Polonia, and TVP Sport
Polsat thematic contains: TV4, TV6, Polsat2, Superstacja, Polsat Cafe, Polsat Film, Polsat Futbol, Polsat News, Polsat Play, Polsat Sport and Polsat Sport Extra Source: AGB Research Nielsen
TVN Thematic contains: TVN7, TVN24, TVN Turbo, TVN Style, TVN Meteo, PULS, 4FunTV, Rebel.TV and Religia.TV
At Media is thematic channel broker. It contains: 13th Street Universal, Ale kino!, AXN, AXN Crime, AXN Sci-Fi, BBC Entertainment, BBC Knowledge, BBC Lifestyle, CANAL+, CANAL+ SPORT, CANAL+ GOL, Cbeebies, Club TV, Comedy
Central, Comedy Central Family, Czwórka Polskie Radio, Deutsche Welle, Disney Channel, Disney Junior, Disney XD, Domo.tv, Eska TV, Extreme Sports Channel, Fashion TV, FilmBox, FOX, FOX Life, HISTORY, Hyper, iTV, Kino
Polska, Kuchnia.tv,, MiniMini, Movies 24, MTV, Nat Geo Wild, National Geographic Channel, Nickelodeon, Orange Sport, Orange sport info, Planete, Polsat JimJam, Sportklub, TCM, Tele 5, Travel Channel, TV5 Monde, TVS, Universal
, Channel, Viacom Blink!, VIVA, Wedding TV, ZigZap, Zone Europa, Zone Reality, Zone Romantica, Polo TV, Rodin TV, SciFi Universam

11. All 16-49 TVP1
30% TVP2
Polsat
25%
TVN
20% TVP thematic (7)
Polsat thematic (11)
15%
TVN thematic (10)
10% AtMedia (49)
Discovery (7)
5%
TVP3
TV4
0%
1 2 3 4 5 6 7 8 9 10111213141516171819202122232425262728293031323334353637383940414243444546474849505152 TVN7
TVN and Polsat have the highest share among TV market. At Media is between TVP1 and
TVP2 – both are mainstream channels.
TVP thematic contains: TVP info(TVP3); TVP Historia, TVP HD , TVP Seriale, TVP Kultura, TVP Polonia, and TVP Sport
Polsat thematic contains: TV4, TV6, Polsat2, Superstacja, Polsat Cafe, Polsat Film, Polsat Futbol, Polsat News, Polsat Play, Polsat Sport and Polsat Sport Extra
TVN Thematic contains: TVN7, TVN24, TVN Turbo, TVN Style, TVN Meteo, PULS, 4FunTV, Rebel.TV and Religia.TV
At Media is thematic channel broker. It contains: 13th Street Universal, Ale kino!, AXN, AXN Crime, AXN Sci-Fi, BBC Entertainment, BBC Knowledge, BBC Lifestyle, CANAL+, CANAL+ SPORT, CANAL+ GOL, Cbeebies, Club TV, Comedy
Central, Comedy Central Family, Czwórka Polskie Radio, Deutsche Welle, Disney Channel, Disney Junior, Disney XD, Domo.tv, Eska TV, Extreme Sports Channel, Fashion TV, FilmBox, FOX, FOX Life, HISTORY, Hyper, iTV, Kino
Polska, Kuchnia.tv,, MiniMini, Movies 24, MTV, Nat Geo Wild, National Geographic Channel, Nickelodeon, Orange Sport, Orange sport info, Planete, Polsat JimJam, Sportklub, TCM, Tele 5, Travel Channel, TV5 Monde, TVS, Universal
, Channel, Viacom Blink!, VIVA, Wedding TV, ZigZap, Zone Europa, Zone Reality, Zone Romantica, Polo TV, Rodin TV, SciFi Universam ,
Source: AGB Research Nielsen

12. Advertising Seconds sold - total market
7,000,000
6,000,000
5,000,000
4,000,000
3,000,000
2,000,000
1,000,000
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52
2006 2007 2008 2009 2010 2011
Week 39 – highest sell out ever – 6,2 million seconds sold. The reason is
progressing fragmentation of TV market (new thematic channels are being
launched and monitored – e.g. Polo TV, Rodin TV and SCIFI Universal)
Source: AGB Research Nielsen

13. Advertising Seconds sold - TVP
200,000
180,000
160,000
140,000
120,000
100,000
80,000
60,000
40,000
20,000
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52
2006 2007 2008 2009 2010 2011
In 2011 TVP (TVP1 & TVP2) opened more inventory, than in previous years. It exceeded several
times 180 000 seconds per week.
Source: AGB Research Nielsen

14. Advertising Seconds sold - TVN
120,000
100,000
80,000
60,000
40,000
20,000
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52
2006 2007 2008 2009 2010 2011
TVN keeps similar level as in previous years, about 100k seconds per week.
Source: AGB Research Nielsen

15. Advertising Seconds Sold - Polsat
140,000
120,000
100,000
80,000
60,000
40,000
20,000
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52
2006 2007 2008 2009 2010 2011
Polsat increased their inventory to the sell out limit (which is 12 minutes per hour).
Source: AGB Research Nielsen

16. Advertising Seconds Sold - AT Media
4,000,000
3,500,000
3,000,000
2,500,000
2,000,000
1,500,000
1,000,000
500,000
0
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 42 43 44 45 46 47 48 49 50 51 52
2006 2007 2008 2009 2010 2011
At Media as a broker modifies their portfolio each year. Currently It is about 3,4 million seconds per week
Source: AGB Research Nielsen

17. •Investments
•Seasonality
•Players and sectors
•Publishers

18. 5,000,000,000
4,500,000,000
Full Year Jan-Aug
4,000,000,000
3,500,000,000
3,000,000,000
2,500,000,000
2,941,071,054
2,000,000,000
2,705,239,364
2,704,214,486
1,500,000,000
1,000,000,000
500,000,000
0
2009 2010 2011
Till August 2011 advertisers invested over 9% more in comparison to the same
period 2010. Free emissions and beneficial last offers may cause the ratecard
growth, however it may not translate into increase of net expenditures
Source: Kantar Media

19. 500,000,000 45,000
450,000,000 40,000
400,000,000
35,000 Investments I - XII
350,000,000 2009
30,000
Investments I - XII
300,000,000 2010
25,000
250,000,000 Investments I - VIII
2011
20,000
200,000,000
Insertions I - XII
15,000 2009
150,000,000
Insertions I - XII
10,000 2010
100,000,000
5,000 Insertions I - VIII
50,000,000 2011
- -
1 2 3 4 5 6 7 8 9 10 11 12
Advertisers invested 10% more in press vs. Jan-June 2010, but bought
Advertisers invested 9% more in press vs. Jan - Aug 2010, but bought
only 5% ads more by this period (it is still less by 1% than in 2009)
only 2% ads more by this period (it is still less by 2% than in 2009)
Source: Kantar Media

20. 600,000,000 90,000
80,000
500,000,000
70,000
Investments Jan-Aug
400,000,000 60,000 2009
50,000
300,000,000 Investments Jan-Aug
40,000 2010
200,000,000 30,000
Investments Jan-Aug
20,000 2011
100,000,000
10,000
Insertions Jan-Aug
0 - 2009
Insertions Jan-Aug
2010
Insertions Jan-Aug
2011
We observe significant increase of expenditures on
Media, Books, CD’s, Hygiene & Beauty care and Telecoms.
On the other hand automotive sector is rather pulling back from print media.
Source: Kantar Media

21. 600,000,000 90000
80000
500,000,000
70000
400,000,000 60000
Investments Jan-Aug
50000 2009
300,000,000
40000 Investments Jan-Aug
200,000,000 30000 2010
20000 Investments Jan-Aug
100,000,000
10000 2011
0 0 Insertions Jan-Aug
2009
Insertions Jan-Aug
2010
Insertions Jan-Aug
2011
Agora is no1 Publisher, but it’s loosing its potential. Bauer increases its
revenues even by 40% (according to M&MP Bauer is the “2011 Publisher
of the year”)
Source: Kantar Media, M&MP

23. All newspapers note drop in sales, „Rzeczpospolita”
looses the most
102%
100%
98%
96%
94%
92%
90%
88%
86%
84% August 2010
82% August 2011
80%
All the newspapers recorded declines in sales in August 2011. „Rzeczpospolita” lost the most
(12,49%), next is „Gazeta Wyborcza” (12,36%) and “Dziennik Gazeta Prawna” (12,33%).
Source: ZKDP VIII 2010, VIII 2011

24. Readership of nationwide dailys
7.00%
6.00%
5.00%
4.00%
3.00%
2.00%
1.00%
0.00%
In the group of nationwide newspapers Fakt (Ringier Axel Springer) remains the leader (6%).
On the second place is Gazeta Wyborcza (Agora) - 5%, 3rd on podium is - free daily Metro
(Agora) - 3%.
Source: Polskie Badania Czytelnictwa. PBC General : VI-VIII 2011, TG All

25. Readership of opinion weeklies
8.00%
7.00%
6.00%
5.00%
4.00%
3.00%
2.00%
1.00%
0.00%
Angora Newsweek Polityka Wprost Uważam Rze Przekrój Forum
inaczej pisane
In the group of weeklies Angora is the leader (7%).
On the second place is Newsweek - 4% and
on 3rd place - Polityka - 4%.
Source: Polskie Badania Czytelnictwa. PBC General : VI-VIII 2011, TG All

26. Readership of biweeklies
10.00%
9.00%
8.00%
7.00%
6.00%
5.00%
4.00%
3.00%
2.00%
1.00%
0.00%
Przyjaciółka Tina Pani Domu Viva Z Życia Gala Party Życie Tele Świat Komputer Show
Wzięte Gwiazd Świat Magazyn o
Gwiazdach
In the group of biweeklies Przyjaciółka (Edipresse) is the leader (9,37%).
In the second place is Tina (Bauer) - 8,49% and in 3rd place – Pani Domu (Edipresse) - 8,42%.
Source: Polskie Badania Czytelnictwa. PBC General : VI-VIII 2011, TG All

27. Readership of monthlies
(June : August 2011)
7.00%
6.00%
5.00%
4.00%
3.00%
2.00%
1.00%
0.00%
Twój Styl Claudia Poradnik Focus Kobieta i Murator Cztery Kąty Dobre Rady Mój Piękny Świat
Domowy Życie Ogród Kobiety
In the group of monthlies Twój Styl is the leader (Bauer) - 6,41%.
In the second place is Claudia (G+J) – 5,12% and
in 3rd place – Poradnik Domowy (Agora) – 4,63%.
Source: Polskie Badania Czytelnictwa. PBC General : VI-VIII 2011, TG All

28. Ruch refused to distribute „Wprost Przeciwnie”.
Weekly’s debut delayed.
19th September - a new weekly opinion „Wprost Przeciwnie" (3S Media) did not debut on
the market . After Ruch’s decision (refusal to distribute this title) the publisher postponed
the start of the weekly by one week.
After publishing three issues „Wręcz Przeciwnie” vanished from our market.

29. New economic title on the market:
Bloomberg Businessweek Polska
The first issue of the new economic biweekly "Bloomberg Businessweek" (Platforma
Mediowa Point Group) appeared on the market on 19th September.

30. „Sekrety Nauki" - a new title from G + J Poland
„Sekrety Nauki" is a new popular science magazine launched by G + J Polska on 19th
September. The title prepared by the editors of „Focus” is to have a lighter nature.

31. "Flash" - a new title Edipresse about the stars and
style
In the second half of October new biweekly will appear on the market - "Flash. Gwiazdy &
Styl”. This is the first magazine, which was created by the concept of 50/50 – 50% of the
content will be about the life of stars, the other half – about fashion and beauty.

32. •Investments
•Seasonality
•Market shares
•Ad types

33. 2,000,000,000
Full Year Jan-Aug 2011
1,800,000,000
1,600,000,000
1,400,000,000
1,200,000,000
1,000,000,000
800,000,000
600,000,000
824,646,395
797,077,518
768,929,959
400,000,000
200,000,000
0
2009 2010 2011
It is assumed that the revenues shall be higher especially in Autumn, as a result of
parliamentary elections.
Source: Kantar Media

34. 130,000,000
120,000,000
110,000,000
100,000,000
90,000,000
80,000,000
70,000,000
2009 2010 2011
60,000,000
50,000,000
40,000,000
1 2 3 4 5 6 7 8 9 10 11 12
We observe a typical seasonality of media expenditures, with peak
months from March till June and from September till October.
Source: Kantar Media

35. AMS AMS
2009 2010 Jan-Aug 2011
AMS
STROER POLSKA STROER
POLSKA
CITYBOARD MEDIA CITYBOARD 10% STROER POLSKA
14% 10% 15% MEDIA 15%
31% 31% 32%
12% CLEAR CHANNEL CLEAR CITYBOARD
POLAND CHANNEL MEDIA
POLAND 16%
NEWS OUTDOOR NEWS CLEAR CHANNEL
14% 18% POLAND 10% 15% 19% OUTDOOR 27% POLAND
11% POLAND
Others Others Others
Outdoor market is consolidated. Over 85% of the market is held by 4
biggest media owners.
AMS has the highest revenues (1/3 of OOH market in Poland). Stroer with
27% share is on the second position.
Source: Kantar Media

36. 500,000,000
450,000,000
400,000,000 Jan-Aug 2009 Jan-Aug 2010 Jan-Aug 2011
350,000,000
300,000,000
250,000,000
200,000,000
150,000,000
100,000,000
50,000,000
0
Frontlight Citylight Billboard Backlight
Investments on Billboards are decreasing, but we can also observe
growth of expenditures on Citilights (by 18%). Investments on
Frontlights and Backlights are on a stable level.
Source: Kantar Media

38. Studio55 presented the new form of the advertising medium – Sky Board. The area over
200 m2.
The “Tube“ is made of PVC material about dimensions of 12m of the width and the
diameter 2.5m.
Below a flag is suspended from ultra light polyester material about format 12m x 12m or
12m x 14m.

39. QR code in OOH campaign
On Handy Media handles a new advertising action of the Dilmah tea started.
QR code is a part of the layout, which after scanning by mobile phones, redirects consumers
to a continuation of the campaign on the website.

41. 700,000,000
Full Year Jan-Aug 2011
600,000,000
500,000,000
400,000,000
300,000,000
418,290,052
401,393,304
200,000,000
255,540,695
100,000,000
0
2009 2010 2011
Advertisers invested over 4% more till August 2011, in comparison to the same
period 2010 (considering monitored players: NAM and Multikino).
Source: Kantar Media

42. 90,000,000
80,000,000
70,000,000
60,000,000
50,000,000
40,000,000
30,000,000
20,000,000
2009 2010 2011
10,000,000
0
1 2 3 4 5 6 7 8 9 10 11 12
As a consequence of the economic slowdown we observe a decrease
of media expenditures in the second half of the year.
Source: Kantar Media

43. HOUSEHOLDS PRODUCTS - CLEANERS & SUPPLIES
CLOTHING & ACCESSORIES
100% 2% PHARMACEUTICAL PRODUCTS, MEDICINE
6%
90% 5% COMPUTER & AUDIO VIDEO
3% 2% 5% HYGIENE & BEAUTY CARE
80% 8% 6%
11% 6%
RETAIL
70% 11%
7% HOUSEHOLD APPLIANCES, FURNITURE &
10%
60% 8% 7%
DECORATION
OTHERS
5%
4%
50% 4% TRAVEL / TOURISM / HOTELS & RESTAURANTS
14%
40% 16% 13% AUTOMOTIVE
30% 16% BEVERAGES & ALCOHOLS
18% 17%
MEDIA, BOOKS, CDs AND DVDs
20%
20% FINANCIAL
10% 12% 14%
TELECOMS
0% FOOD
2009 2010 Jan-Aug 2011 LEISURE
Till August 2011 biggest sectors are Leisure, Food and Telecoms.
Financial and Media sectors increase their shares, whereas Hygiene
and Automotive sectors are rather in retreat.
Source: Kantar Media

44. 2009 2010 Jan-Aug 2011
MULTIKINO MULTIKINO MULTIKINO
25% NEW AGE MEDIA 35% NEW AGE MEDIA NEW AGE MEDIA
41%
75% 65% 59%
Polish cinema market is very consolidated – there are only 2 media
owners which are monitored.
Share of Multikino revenues constantly grows for the last couple of
years
Source: Kantar Media

45. •Investments
•Seasonality
•Media owners
•Media shares

46. 2,500,000,000
Full Year Jan-Aug
2,000,000,000
1,500,000,000
2,002,093,760
1,504,852,830
1,000,000,000
1,302,836,680
500,000,000
0
2009 2010 2011
Radio market revenues increased by 32%.One of the reasons is high inflation in
2011. By the end of 2011 the dynamic shall slow down as a result of economic
slowdown.
Source: Kantar Media

47. 340,000,000
290,000,000
240,000,000
190,000,000
140,000,000
90,000,000
2009 2010 2011
40,000,000
1 2 3 4 5 6 7 8 9 10 11 12
We observe a typical seasonality of media expenditures, with peak
months from March till June.
Source: Kantar Media

48. 2009 GRUPA RMF
2010 GRUPA RMF
Jan-Aug 2011
2%
7% 3% EUROZET 8% 2% EUROZET 10%
GRUPA RADIOWA GRUPA RADIOWA
13% 28% TIME 11% 33% TIME
40%
12%
AGORA S.A. AGORA S.A.
22% 20% 16%
POLSKIE RADIO POLSKIE RADIO
27%
26% 20%
Others Others
Radio market is consolidated. About 98% of the market is held by 5
biggest media owners.
Group RMF has the highest revenues (39% of radio market in Poland).
Next on the podium is Eurozet, however losses its share.
Source: Kantar Media

49. 2009 2010 Jan-Aug 2011
RMF
RMF FM FM
ZET ZET
25% 27%
49% PR 3 47% PR 3 42% 33%
PR 1 PR 1
22% 21%
Others Others 17%
1% 3% 2% 3% 3% 5%
For the last years RMF FM and Zet have been the biggest radio stations
on Polish market.
An important role is played by radio packages like: Drapacz
Chmur, Package Złote Przeboje, RMF na Maxxxa and a ot more.
Source: Kantar Media

51. Total number of minutes of daily listening Total number of stations’ daily listeners
70% 69% 41% 40%
23% 23%
36% 35% 2010
2010
2011
14% 14% 2011
17% 17%
more than 1 h more than 4 h more than 8h 1 station 2 stations 3 stations and more
Radio consumption in Poland is stable. Decreases were recorded only at the level of 1 percentage
point, within the total listening time of the radio station and the number of listened radio
stations. It shows the loyalty of listeners to their medium.
*Source: Radio Track, wave: June 2010 - August 2010 vs. June 2011 – August 2011. TG all

52. 0.1
0.2
0.3
0.4
0.5
0.6
0.7
0.8
0.9
0
RMF 3D Extra
RMF 3D
RMF na MAXXXa
RMF z KLASA
RMF FM
ZET TOTAL
ZET Barometr Plus
ZET Barometr
Pakiet O-Okularnik
ZET Barometr Young
Drapacz Chmur Plus
ZET
Drapacz Chmur
Drapacz Chmur Young
*Source: Radio Track, wave: June 2011 – August 2011. TG all
Total Time
PR 1
ESKA Siec
Trojka Premium
Audytorium Premium
PR 3
Audytorium 17
Pakiet Niezaleznych
AGORA
RMF MAXXX
Pakiet Zlote Przeboje
ESKA ROCK Siec
TOK FM
PLANETA FM
Wawa
SIEC PLUS
Classic PiN
RMF Classic
ANTYRADIO Siec
PR 4
CHILLI ZET
ROXY FM
Radio PIN
Nationwide audience survey
RMF Group remains the leader of the market. Radio packages dominate like in the
corresponding period last year. Weekly reach remains more or less at the same level.
Weekle reach June-August 2011
Weekle reach June-August 2010

53. RMFON.pl replaces Miastomuzyki.pl
A web service ‘Miastomuzyki.pl’ owned by RMF Group changed the name to ‘RMFON.pl’. At
the same time the positioning has been changed from the music website to Internet radio
station.
Along with the changeover, ‘Miastomuzyki.pl’ web service gained a new layout and structure as
well.
Currently, there is only 7 instead of the previous 17 categories on the site.

55. Internet market in Poland will grow at an average annual rate of 14%
Boston Consulting Group data shows that in 2009 the share of the Internet economy in the
Polish GDP amounted about 2,7% (35,7 mld PLN ). In 2015 it will be 4,1%, which means that
the average annual growth rate will amount about 14%.
As pointed out by Gregory Cimochowski with BCG, Poland will be one of the European
leaders in terms of growth. The forecast for average annual growth in the Czech Republic is
at level of 12% and in Germany - at 8%.
Source: http://www.bankier.pl/wiadomosc/BCG-Rynek-internetu-w-Polsce-bedzie-rosl-sredniorocznie-o-14-2401805.html
http://forsal.pl/artykuly/512854,polska_gospodarka_internetowa_z_trudem_gonimy_europe.html

56. Media Market – Inflation
• We estimate that the highest media inflation is for Search ( +12%), what generally
is caused by continuous increase of popularity of that medium among marketers.
In 2010 internet consumption in Poland increased up to 55%.
Source: OMD estimations

57. Digital market trends
98% of Polish
Search • Cost effectiveness
Internet users use Engines • Precise targeting
search engines
Polish Facebook
users in 2010 Social • Engagement
111%
Increase. network • Snowball effect
 Along with increasing • The development of broadband
availability of broadband Internet
there are new possibilities to use
Video • Better quality content
online video ads.
Smartphones sales in
Poland in 2010
• Low clutter
15%
Increase.
Mobile • Great opportunities (mobility)
Source: OMD estimations

58. Promotion of a new advertising slogan - The Calls for a Carlsberg
Carlsberg used one of Belgian cinemas to conduct interesting social experiment to support a
new brand slogan. The video became a hit on YouTube (more than 4,3 million page views
within two weeks !). The scenario was simple:
„Carlsberg stunts in Belgium with 148 bikers in a movie theatre.
Some innocent couples want to take their seat, but the room is filled with not-so- friendly looking gentlemen...
How will they react? „
http://www.youtube.com/watch?v=RS3iB47nQ6E&feature=player_embedded
Source: http://www.wirtualnemedia.pl/artykul/carlsberg-akcja-promujaca-nowe-haslo-reklamowe-hitem-na-youtube-wideo

59. Top 10 popular bloggers interested in fashion and beauty have prepared a total of 30
videos, which described their impressions after testing new razors and gel - Gillette Venus
Embrace.
Within 3 weeks all movies were watched over 67 thousand times and all blogs reached
more than 280,000 page views. On the blog brunettep.blogspot.com much over 18% of
internet users have declared their interest in buying new products.
Results:
 Increase the visibility of the brand by 40%
Increase participation in the discussion on women's portals to 51%.
Source: http://www.iabpolska.pl/images/stories/poradniki_iab/CASE%20STUDIES_IAB.pdf

61. Looking for more inspiration…?
Find us on Facebook
Below you’ll find links to inspiring actions:
• 2016. Beyond the Horizon – PHD media
publication
• We are boasting about – Effie Awards 2011
nominations for Media Direction Group

62. Media Direction Group webpage:
www.mediadirection.com.pl
In case You have any further questions
concerning Media Landscape
Updater, please contact Andrzej Piskorek
piskorek@mediadirection.com.pl